How Caraway Drove $152K+ in Incremental BFCM Revenue

Preparing for BFCM with a longer sales cycle

As Caraway prepared for BFCM, their retention team at New Standard identified a key challenge: the brand’s buying cycle doesn’t follow the typical fast-conversion DTC pattern.

“Caraway’s BFCM period runs from October through January. We couldn’t rely on short-term urgency or assume conversion would happen within a few days.”

This meant the retention program needed to stay effective across an extended sales window, supporting early buyers, re-engaging shoppers who didn’t convert immediately, and bringing past customers back at the right moment.

Limited visibility to new shoppers & customers visiting the online store.

‍Another constraint was visibility. Without an identity solution, New Standard could only re-engage website visitors that Klaviyo’s cookies could recognize. 

“We were missing two key groups: net-new visitors we couldn’t identify, and existing profiles who had fallen outside our standard engagement windows but were returning to the site.”

For a high-AOV brand with infrequent purchase cycles, this limited Caraway’s ability to fully capitalize on BFCM traffic.

Using Tie to expand identity and reactivate demand

To address these gaps, New Standard partnered with Tie to identify more visitors during BFCM and bring previously unreachable shoppers into Caraway’s email marketing program.

Tie was implemented to support three core needs:

1. Identify net-new shoppers to the website through third-party identity resolution
2. Capture previously inactive CRM profiles returning to the site
3. Enable cleaner segmentation through engagement-based exclusions

“The reactivation piece was especially important for Caraway. People may come back a year or two later when they’re ready to expand their cookware set.”

Incremental email flows and controlled testing

Tie-driven flows were designed to trigger abandonment emails from site behaviors that other tools couldn’t detect, ensuring incremental revenue without overlapping Caraway’s existing lifecycle programs

“We structured flows so that Tie-triggered emails only fired after a profile had the chance to move through our standard lifecycle programs. That made it very clear what revenue was incremental.”

This approach acted as a built-in holdout test, allowing New Standard to confidently attribute performance to Tie-driven email activity during BFCM.

Segmentation at scale without over-sending

As Tie expanded audience size through net-new identification and reactivation, exclusion-based segmentation became critical.

“Tie brought in more profiles, but we paired that with strict exclusion logic. That’s how we kept email performance healthy.”

This balance allowed Caraway to send larger BFCM campaigns when it mattered without sacrificing engagement or deliverability.

Incremental email revenue during BFCM

During the BFCM period, Tie drove $152K+ in incremental email revenue for Caraway, representing a 5.23% lift in BFCM email revenue. Importantly, this lift came without increasing send volume or cannibalizing existing lifecycle flows.

This revenue came from a combination of:

• Growing email lists with high-intent visitors who skipped the popups.
• Re-engaging existing CRM shoppers

In total, Tie-driven email activity generated 349 incremental orders during the BFCM period, without disrupting Caraway’s existing lifecycle performance.

Reactivation as a core revenue lever

Tie helped the team detect renewed on-site behavior from existing profiles, allowing them to re-engage customers at the right moment in their longer purchase cycle.

“Reactivation is one of the strongest levers in Caraway’s retention program. Tie helped us reach customers who had fallen out of traditional engagement windows but were ready to buy again.”

By expanding who qualified for re-engagement without increasing send pressure, Tie enabled Caraway to monetize longer, less predictable repurchase cycles.

Reliable performance during a high-pressure sales period

Beyond revenue, Tie also helped reduce pressure during BFCM by powering automated, trigger-based flows that worked in the background.

“These flows weren’t something we had to manage daily. Once they were set up and monitored, they became a dependable source of incremental revenue during a very busy period.”

By combining automation, identity resolution, and disciplined segmentation, New Standard and Caraway were able to scale email performance confidently throughout the extended BFCM cycle.

Capture demand beyond the first visit

For brands with longer buying cycles, the ability to identify, reactivate, and segment high-intent shoppers is critical, especially during peak sales periods.

Tie helps brands capture that delayed demand and convert it into measurable, incremental email revenue without increasing send volume or lifecycle risk.

Book a Demo →